Titled 'My Girl', the commercial is based on a 'Life is miracle' creative concept and projects the company's support to its clients as that of a family to a child. The TVC opens in a hospital where a father makes a promise to himself that he will take care of his daughter forever, which he does even when she becomes pregnant as a teenager.
According to Rati Panthawi, management partner, Ogilvy & Mather Thailand: "The family is the strongest unit in Thailand and we leveraged this concept as an analogy to represent Thai Life Insurance as a brand that stands by its clients forever."
Thai Life competes in the country's highly competitive life insurance market against such players as AIA, Prudential and Allianz.
Approximately 15 per cent of Thai adults own a life insurance policy.
